You run a business. Sure you have to manage that business, the people who work for you and your clients. You might even be the business. You might have invested heavily in a web site to build a virtual presence; coupled with branding and marketing.
Where am I going with this?
You manage many aspects of your business but how much time to you devote – or even think about – how you manage the impact communication will have on your even your prospects? Your clients?
Do you have a weak Customer Engagement Policy that is negatively impacting your business? What is your Telephone Policy? Or Communication Policy?
Thought you would never ask!
- What happens when customers dare to call your company? Does your receptionist boldly say, “What is this in reference to” and does she screen out potential business?
- When a customer calls in with a question or challenge, do they get a voice mail from the person responsible; do they get the run around? Who do they talk to and does that person take ownership of the customer’s issue? Most callers will give you 20 seconds! Then they go to your competition.
- Do they complete your “contact us” form and then what? Really. What actually happens, what does it say – or not say! How long before someone connects with the prospect? What do they say?
- What is driving people to call your business? How are they handled? Are they invited in OR OUT? Your web and marketing partners are doing their best to bring in that business – to your doorstep – do you embrace them immediately or do they have to fight to do business with you?
- When your customer service or sales people reach out by phone – do they ‘check in’ or do they dramatically affect your client’s business with information, offers or opportunities that will blow them away?
- How do you reach out to your clients – or do you? Can you identify them and determine who needs to be ‘touched’ and when, or how often? Do you even know why you should?
Most of the business owners – either individuals who work for themselves, or those owners who have a group of employees – said yes to me on at least one point illustrated above. They did not have a Customer Engagement/Telephone or Communication Policy; they thought it would take care of itself. When was the last time you called your company to check them out?
You need to know what business you are losing, not even losing but aren’t even getting a shot at – and you need to know how to talk to your clients or customers so that they will come back because you are offering an outstanding service – not because you are the cheapest game in town. You won’t always be!
I am reminded about the Harvard Business Review study that tell us that 85% of customers who gave you high marks and were satisfied WILL buy from someone else.